...Business There are different forms of organizational structures that are used according to the needs of each company. In this document to better understand the utilities that have to make a study of the functional area of the company. Also this paper shows how each part, functions and areas of interest are necessary to complement and thus lead a proper structural relationship. The departments of Sales, Marketing, Human Resources and the role of the manager are the areas that we will be covering to ensure success and the proper functioning of the business. Also here are some recommendations to consider when performing the functions of each one of these. The Sales Department as a functional area on any kind of business gave a deep look on whom, how, when the working team wants to achieve their future goals at short and long terms. This part of business is the beginning and the heart of any company even is a service or a products selling company. The important role of the Sales Manager begins with the fact that they have to know every product or service from the beginning to the end. They are the ones who take the customers and convince them of the high qualities and the good usage of any product or service they sale (Mehta, Anderson, Dubas, Dubinsky & Liu, 1999). Also, using three set of factors in consideration for the decision making process help them to get a better look of their role in the organization. The first one should be the behavioral activities like, leading, training...
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...measuring BRAND EQUITY AIR UNIVERSIT | ABSTRACTThis report measures the brand equity of AIR University through Aaker Model of customer Based Brand Equity. According to our findings Air University does not have a strong CBBE. SUBMITTED BYSANA ARSHAD 01-122141-023ANZA MAHER 01-122141-003ATA UL HASSAN 01-122141-004SONIA BUTT 01-122141-035MARYA ZAMAN 01-122141-012SUBMITTED TOSIR MALIK HUSNAIN | | | measuring BRAND EQUITY AIR UNIVERSIT | ABSTRACTThis report measures the brand equity of AIR University through Aaker Model of customer Based Brand Equity. According to our findings Air University does not have a strong CBBE. SUBMITTED BYSANA ARSHAD 01-122141-023ANZA MAHER 01-122141-003ATA UL HASSAN 01-122141-004SONIA BUTT 01-122141-035MARYA ZAMAN 01-122141-012SUBMITTED TOSIR MALIK HUSNAIN | | | STRATEGIC MARKETING Contents CHAPTER 1: INTRODUCTION 2 CHAPTER 2: LITERATURE REVIEW 5 CHAPTER 3: METHODOLOGY 9 CHAPTER 4: RESULTS 11 CHAPTER 5: ANALYSIS AND DISCUSSION 16 CHAPTER 6: CONCLUSION 19 CHAPTER 1: INTRODUCTION The concept of brand equity become widely used at the beginning of the eighties mainly in agency measure (inter brand Coopers and Laybrand, Arthur young Austria). Since the conference organized by the marketing science institute in 1988, the concept has been more precisely defined.an article by the...
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...inspires one to do something. The motivation for me to wake up early morning is to make it to the university in time. Motivation may be defined as psychological forces that determine the direction of a person's behaviour in an organization, a person's level of effort and a person's level of persistence in the face of obstacles. Managers motivate their employees. Most companies are looking into ways to improve efficiency, productivity, and quality. The question is how to make employees work more productively? This is a question of utmost importance to any manager. The answer to this question is very complex and critical. I will address this question by using various journals, research paper and books. There are several theories which manager may employ in order to motivate the employee. This paper will discuss about various types of motivation theories. It further examines which motivation theory should be applied by a manager in a particular situation in order to motivate employees. It will explain how it is dependent on the size of the organization, environment in which the organization is placed and the economic condition of the nation in which organization is. Motivation Motivation can be divided into two types: intrinsic and extrinsic (Guzzo, 1979). Intrinsic motivation is the motivation to work on something because it is interesting, engaging, exciting, satisfying, personally challenging, appealing. Intrinsic motivation leads to creativity and hence is suggested to...
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...Customer generated content is the easiest marketing method to build trust for your brand. When your customers are creating content for your brand, such as positive online reviews, case studies, testimonials, contests, social shares and other forms of participation, you not only build trust with new customers but you empower your best customers with the ability to be a crucial part of your branding. Keller's Brand Equity Model, also known as the Customer-Based Brand Equity (CBBE) Model illustrates four critical steps that one should to follow in order to build and achieve strong brand equity. The model was developed by Kevin Lane Keller, a Marketing Professor at the Tuck School of Business at Dartmouth College in the United States of America in 2001. As such, the aim of this paper is to explore the four key steps of the Keller Brand Equity Model so that we are able to understand how a brand can be successfully developed....
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...Management Research News Emerald Article: The leader as motivator: coach and self-esteem builder Patricia Ann Castelli Article information: To cite this document: Patricia Ann Castelli, (2008),"The leader as motivator: coach and self-esteem builder", Management Research News, Vol. 31 Iss: 10 pp. 717 - 728 Permanent link to this document: http://dx.doi.org/10.1108/01409170810908471 Downloaded on: 30-11-2012 References: This document contains references to 33 other documents To copy this document: permissions@emeraldinsight.com Access to this document was granted through an Emerald subscription provided by UNIVERSITY OF GREENWICH For Authors: If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service. Information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.com With over forty years' experience, Emerald Group Publishing is a leading independent publisher of global research with impact in business, society, public policy and education. In total, Emerald publishes over 275 journals and more than 130 book series, as well as an extensive range of online products and services. Emerald is both COUNTER 3 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital...
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...The current issue and full text archive of this journal is available at www.emeraldinsight.com/0140-9174.htm The leader as motivator: coach and self-esteem builder Patricia Ann Castelli College of Management, Lawrence Technological University, Southfield, Michigan, USA Abstract Purpose – The purpose of this paper is to determine what motivating strategies followers (comprised of low and high need achievers) view as most necessary from their leaders. Design/methodology/approach – Three survey instruments were administered to 297 working professionals taking business courses offered through a college of management at a private university. Correlational research methodology was used to investigate the relationships between selfattributed needs for achievement on demographic, interest and effort variables. Discriminant analysis was used to determine if motivational and profile characteristics could be used to predict low and high self-attributed need achievers. Findings – The major findings of this study centered on the leader’s ability to inspire followers by using a variety of interesting coaching techniques and by building their self-esteem regardless of achievement orientation. Research limitations/implications – The results of this study are tentative and need to be reproduced with a larger, more comprehensive sample of a broader population. Practical implications – This research offers leaders practical techniques for effectively utilizing motivating strategies which...
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...MANAGEMEN THOUGHT Critical Review Attitude Towards Knowledge Sharing Behavior Lenny Martini ‐ 29006014 MSM ITB ‐ 2006 Attitude Towards Knowledge Sharing Behavior : A Critical Review 1..O Source VERVIEW OF THE PAPER Title of the Paper “ Attitude Towards Knowledge Sharing Behavior” The Journal of Computer Information Systems; Winter 2005/2006; pg.45-51 Writers • • Sai Ho Kwok – California State University, Long Beach, California Sheng Gao – The Hong Kong University of Science & Technology, Kowloon Abstract Based on the theory of reasoned action, this study is focused on an individual’s behavior of knowledge sharing with respect to information system/ information technology (IS/IT) by investigating their attitude towards knowledge sharing. Three variables, namely extrinsic motivation, absorptive capacity and channel richness, were examined as influential factors affecting people’s attitude towards knowledge sharing. A structural survey was conducted to test the relationships between attitude and the three variables. The results show that extrinsic motivation imposed no impact on an individual’s attitude towards knowledge sharing while the other two factors played a significant part. The results are consistent with the psychological theories and we showed the applicability of the theories in the case of knowledge sharing. Keywords : Knowledge sharing, attitude, extrinsic motivation, absorptive capacity, channel richness, knowledge management. Objectives...
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...International Journal of Advanced Research in Management and Social Sciences ISSN: 2278-6236 IMPACT OF CELEBRITY ENDORSEMENT ON BRAND EQUITY IN COSMETIC PRODUCT S. Sivesan* Abstract: In the present business environment, marketers are using different kinds of marketing strategies to achieve the organizational goals. Celebrity endorsement is one of the marketing strategies which are adopted to achieve the organizational goals. Celebrity endorsement advertisements have been known as ‘ubiquitous feature of modern marketing. This study attempts to measure the impact of celebrity of endorsement on brand equity in the cosmetic product. For this purpose, 123 respondents were selected by using systematic random sampling methods. The data analysis covered correlation, regression, and rank order by using the version 16.0 of SPSS package. Results revealed that celebrity endorsement and brand equity are positively correlated with the value of 0.3394 which is highly significant at one percent level. A result of the regression analysis is celebrity endorsement 0.44 which means 44 percent impact on brand equity. This study would hopefully benefit to the academicians, researchers, policy makers and practitioners through exploring the impact of celebrity endorsement and brand equity. Keywords: celebrity endorsement, brand equity, advertisement *Lecturer, Department of Marketing, Faculty of Management Studies and Commerce, University of Jaffna, Sri Lanka Vol. 2 | No. 4 | April 2013...
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...Partial Least Squares modeling in strategy research), 125-148. doi:10.1016/j.lrp.2012.11.004 Introduction In the past decade, managers have endeavored to build brands by creating a strong identity and conveying this identity through consistently managing relevant touch points with customers (e.g., Aaker and Joachimsthaler, 2000; Keller and Lehmann, 2003). To this end, managers are striving to better understand consumer behavior and positively influence consumers' brand perceptions through marketing initiatives (e.g., Keller, 1993). However, the direction of influence on a brand's perception and image has become increasingly bilateral. Today, consumers are no longer simply “receivers” of company- and brand-related information. Instead, they operate as “senders” of this information, e.g., by giving brand recommendations, by expressing criticism, or by sharing information with others (Hennig-Thurau et al., 2010). For this reason, managers no longer have exclusive control over information circulating about a company or brand. Consumers therefore play an important role in forming a company's or brand's perception and value in the marketplace (Keller, 2007). Exchange of information about companies and brands between consumers is not a new phenomenon. However, today we are witnessing a new and rapid evolution of consumers interacting with each other via the Internet. Researchers estimate that over 1.4 billion people interact via the Internet, resulting in continual growth in the...
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...Marketing Management 14 PHILIP KOTLER Northwestern University KEVIN LANE KELLER Dartmouth College Prentice Hall Boston Columbus Indianapolis New York San Francisco Upper Saddle River Amsterdam Cape Town Dubai London Madrid Milan Munich Paris Montreal Toronto Delhi Mexico City Sao Paulo Sydney Hong Kong Seoul Singapore Taipei Tokyo Editorial Director: Sally Yagan Editor in Chief: Eric Svendsen Executive Editor: Melissa Sabella Development Editor: Elisa Adams Director of Editorial Services: Ashley Santora Editorial Project Manager: Kierra Bloom Editorial Assistant: Elizabeth Scarpa Director of Marketing: Patrice Lumuba Jones Senior Marketing Manager: Anne Fahlgren Senior Managing Editor: Judy Leale Production Project Manager: Ann Pulido Senior Operations Supervisor: Arnold Vila Creative Director: John Christiano Senior Art Director: Blair Brown Text and Cover Designer: Blair Brown Lead Media Project Manager: Lisa Rinaldi Editorial Media Project Manager: Denise Vaughn Full-Service Project Management: Sharon Anderson/BookMasters, Inc. Composition: Integra Printer/Binder: Courier/Kendallville Cover Printer: Lehigh-Phoenix Color/Hagerstown Text Font: 9.5/11.5, Minion Credits and acknowledgments borrowed from other sources and reproduced, with permission, in this textbook appear on appropriate page within text. Copyright © 2012, 2009, 2006, 2003, 2000 Pearson Education, Inc., publishing as Prentice Hall, One Lake Street, Upper Saddle River, New Jersey 07458. All...
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...Marketing Plan STUDENTS MKT 421 University of Phoenix DATE Professor Pepsi B Energy Marketing Plan: Phase One Pepsi is performing a marketing control of their recent release of the Pepsi Diet Slim can, evaluating the successes and the failures of product. Based on the market successes of the Pepsi Diet Slim can, Pepsi is planning to develop a sugarcane-based Pepsi energy drink consisting of vitamin B12 and other B vitamins. This new product is packaged in a format similar to the Pepsi Diet Slim to offer a new look to Pepsi’s soda cans and to compete with the irregular shapes of existing energy drinks. Pepsi B Energy is to cater to customers who want to drink a healthier Pepsi. Pepsi B Energy’s Marketing Plan Phase One is designed to develop the basics of a marketing strategy for Pepsi B Energy. Pepsi B Energy’s Marketing Plan Phase One provides an overview of PepsiCo, a brief description of the product, the importance of marketing for PepsiCo, a SWOTT chart for Pepsi B Energy, and the preferred marketing research approach for Pepsi B Energy. PepsiCo Pepsi was founded in 1898 by a druggist from North Carolina named Caleb Bradham. Through a series of acquisitions and other business dealings, Pepsi became PepsiCo. PepsiCo currently produces a variety of beverages, many in partnership with other companies. PepsiCo sell soft drinks, juice drinks, sport drinks, bottled and enhanced waters. Recently...
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...LSI Analysis Kathy M. Yerdon Keller University MGMT591 Leadership and Organizational Behavior Dr. Matasha Murrell-Jones Table of Contents Personal Thinking Style…………………………………………………………………2 Impact on Management Style….......................................................................................5 Genesis of Personal Style……………………………………………………………….6 Conclusion and Reflection……………………………………………………………...6 References………………………………………………………………………………7 According to Human Synergistics International (2016), The Life Styles Inventory (LSI) “assesses and provides feedback on thinking and behavioral patterns that people can change to develop themselves along multiple dimensions, including their ability to understand and manage their emotions.” It is a tool of self-answered questions that are then scored. The score lets the one taking the LSI know their leadership styles so they can then change or work on the areas where they are lacking and continue to develop in the areas where they are already strong. Personal Thinking Styles For myself, the strongest areas fall in positions 1, 2, 11, and 12, with numbers 11 and 12 being on top with a raw score of 40 and 99%. These areas are all considered to be “constructive styles” and encompass achievement, self-actualization, humanistic –encouragement, and affiliative traits. Based on my LSI, achievement and self-actualizing are my strongest areas. Scoring high in achievement indicates a higher level of proficiency and an interest...
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...it, students would also be encouraged to build a relationship with oneself, requisite for self discovery. To this end, the course emphasizes on building the conceptual foundations and acquiring psychological skills through classroom teaching/learning consisting of reflective as well as creative engagement in exercises, projects and hands on experiences. The teaching-learning of the programme would be organized through lectures, group discussions, experiential exercises, group projects, presentations, workshops and seminars. Students would be encouraged to connect to real life issues and participate in the programs and practices in the different social context. To this end practicum is incorporated as an important component in most of the papers with hands on training in the use of various research methods such as: laboratory experiments, field experiments, observation, testing, survey, interview, case study. The programme has three components i.e. Discipline 1(DC1), Discipline 2 (DC2) and Application courses (AC). While in DC 1 practicum is a key component, AC follows a modular pattern where hands on training will be provided for developing psychological skills and their applications. Every semester, teaching will be spread over 16 weeks, including 2 weeks for review. Teaching of DC 1 and...
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...the United States Military Entrance Processing Command (USMEPCOM) Davis H. Gray Keller Graduate School of Management DeVry University November 2010 Index ITEM Page Definition 3 Brief background: United States Military Entrance Processing Command (USMEPCOM) 3 Current Business Issues 5 Proposed Solution 6 Recommendations for the Executive Committee 7 Reference List 11 Definition: BUSINESS PROCESSING REENGINEERING: “The radical redesign of business processes, combining steps to cut waste and eliminate repetitive, paper-intensive tasks in order to improve cost, quality, and service and to maximize the benefits of information technology.” [1] Background: United States Military Entrance Processing Command (USMEPCOM) has the responsibility of qualifying individuals for service who want to join the military in accordance with Federal law and the Department of Defense (DoD) accession standards and standards established by the Armed Forces (U.S. Army, U.S. Marine Corps, U.S. Navy, U.S. Marine Corps) and U.S. Coast Guard, known henceforth as Services. Recruiters, for the individual Services, contact (or are contacted by) civilians who are willing to undergo aptitude testing and a full medical examination and submit to background and behavioral conduct checks in order to join the United States Military. The Recruiters take the individuals...
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...MMGP: Research Paper Group 2 Abstract This paper will provide an in-depth analysis of the Toyota Prius from a Marketing viewpoint. The research provides background information, market analysis, branding, services/ pricing and promotional information regarding the Toyota Prius. This paper provides the decision making and analytical processes necessary to implement a successful marketing program for the Toyota Prius. Description The Toyota Prius is considered a full size hybrid electric mid-size hatchback. The Prius design offers comfortable seating for five and has impressive cargo space, something lacking with its competitors. The Prius has an estimated fuel-efficiency rating of 50 mpg, when using the U.S. EPA combined cycle. This car is on the top of the list for the most fuel efficient cars on the market. With rising gas prices, this fuel efficient car is the most popular hybrid available to consumers today. The overall design of the Prius is characterized by a streamlined nose and curved roofline. This vehicle carries an impressive base price of about $19,000.00. The Prius has several models and trim packages to choose from allowing the customer more options in the current hybrid market. They have a standard model with a hatchback, a compact version and a new station wagon called the Prius V. “According to Hybrid Car Review (2012), “Toyota’s Hybrid Synergy Drive System allows the Prius V to travel at “in town” speeds on electric power alone. Sensors...
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